Research undertaken by Copyblogger has highlighted the fact that the vast majority of their users do not really understand what native advertising is. Copyblogger demographics are made up of website owners, bloggers, and marketers, indicating that while many of them may use some form of native advertising, they don’t necessarily know that this is what they are using. The report highlights the ambiguity of the term as a potential reason for the confusion.
So, What Is Native Advertising?
Native advertising is the production and publication of content on other sites, so that the content does not appear to be an ad. Sponsored blog posts, promoted Tweets, and Facebook’s promoted stories are all examples of native advertising, but there are many others. Even Forbes and the New York Times offer native advertising possibilities to advertisers.
According to the Copyblogger research, just 3% of the 2,088 respondents said that they consider themselves very knowledgeable on the topic of native advertising, while 49% said that they had no idea at all what it is. 24% said they are hardly familiar, while just 24% said that they are somewhat knowledgeable.
Of course, not understanding the term “native advertising” does not mean that people do not use the marketing technique and are not proficient in its use. The very term itself is somewhat ambiguous – the advertising is not native to the advertiser, but to the sites on which they advertise.
When asked whether promoted Tweets, advertorials, or branded content are forms of native advertising, just 23% said that all of them were. 38% were honest enough to say that they didn’t know and only 9% gave promoted Tweets as their response.
Is It Evil?
Part of the reason for a lack of understanding may be the respondents’ ambivalence or outright antipathy towards these campaigns. A quarter of those that responded said that they couldn’t care less about native advertising, while a further 51% said that they were sceptical. 21% said that they love it and 3% said that they think it is evil. Only 9% have a native advertising budget.
39% said that they think that native advertising misleads readers and 18% said that they would find it very concerning if a company published branded content on a respected site like the New York Times site. Only 6% had similar deep-seated concerns over the publication of such content on Buzzfeed.
What Next For Native Advertising?
Clearly, greater understanding of the term “native advertising” is required, and for those businesses and websites that use it well, it can prove highly effective. There is some resentment that brands, corporations, and publishers utilise this business method, however, so it is important to choose sites and advertising message carefully.
Branding Media Native Advertising Services
BrandingMedia can create high quality, informative, and effective content for sponsored posts, native advertising, and other content marketing strategies.